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Gamification - NWEN breakfast 7.9.10

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30min version of Gamification talk from Login2010.

30min version of Gamification talk from Login2010.


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  • Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
  • Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
  • Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
  • Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
  • Really anything that has a fun layer, but…
  • Really anything that has a fun layer, but…To heck with cajoling, influencing, convincing, and motivating. Create contexts for people where it is in their self interest to do what you want them to do. It works for them, and it works for you.
  • …With all the stuff that doesn’t support my narrative conveniently edited out
  • …With all the stuff that doesn’t support my narrative conveniently edited out
  • … Of course, Online gamesPoints/Level ReputationVelvet Rope/enforced scarcityThree key levers: Purchases, Achievement, ParticipationWhat’s also interesting is this is where some of the really meaty game design mechanics also emerged in full force.I would credit Dungeons and Dragons for Persistence and Progression, but offloading the recordkeeping, and the enforcement of the ruleset to a computer, not to mention adding the relevance of a giant community to said progression & persistence is fogiveme: game changing [smile]
  • … Of course, Online gamesPoints/Level ReputationVelvet Rope/enforced scarcityThree key levers: Purchases, Achievement, ParticipationWhat’s also interesting is this is where some of the really meaty game design mechanics also emerged in full force.I would credit Dungeons and Dragons for Persistence and Progression, but offloading the recordkeeping, and the enforcement of the ruleset to a computer, not to mention adding the relevance of a giant community to said progression & persistence is fogiveme: game changing [smile]
  • Through evolution of Psychology and Psychological, Behavioural and Emotional Understandingand recent reinvigoration of games we have an unbelieveably Rich
  • Solved a bunch of problems at least judged by population growthBut it Oversolved some: creating French fries + Pringles to solve hunger, for exampleNot to mention the new problems population itself presentedOn top of Obesity we have:some fundamental inequities some:Environmental challengesEnergy challengesEven some basic Scale and communication challenges.
  • Shopping  club cardsLow cost badges (had to sew on themselves) motivating in the social/community contextMeta game around slotsAnother form of Loyalty – originally highly unbalanced evolving into virtual currencyRite Aid: Life
  • Professor Luis von Ahn, a winner of the MacArthur “genius grant.” ESP Gameaddresses the inability of today’s computers to identify random images. two anonymous players are matched online without any means of communicating. Both players are shown an image (for example, a flowering plant) while a clock counts down. The players must then type words that describe the image, such as “plant.” When both players have typed at least one word in common, they both score points. More importantly, the players have also unintentionally taught the computer that the picture contains a plant!More than 20 million labels have been harvested by the ESP Game in just a few years — the equivalent of several million dollars of free labor. Professor von Ahn estimates that just 5,000 people playing for a month could label every image on the web. Notably, Google has adopted the ESP Game and renamed it the Google Image Labeler, which anyone can play here.
  • Gets even more interesting if integrated into grocery store loyalty card
  • 6060 challenges232.5 million miles run
  • E is for Evil
  • What people tell us that’s good:They’re learning new featuresThey like competition with friends and coworkers, and competition motivates play (within Microsoft we hear a lot of hallway banter about people’s Ribbon Hero scores)What could be improved:If people play two challenges, they’re likely to play a lot of challenges; but we’re losing players before they finish two challengesonce players plateau or reach the max score, there’s nothing to keep them engaged94,852 Downloads (as of 5/12/2010)1,142 Facebook fans (as of 5/12/2010)120,000+ challenges played
  • Transcript

    • 1. Gamification!
      Scott DodsonCOO, Bobber Interactive
    • 2. Gamification!
      Unlocking Engagement,
      Generating Virality,
      & Motivating Behavior
      Scott DodsonCOO, Bobber Interactive
    • 3. Premise
      “When given a choice between two similar activities, consumers will always choose the one that’s more enjoyable.”
      (Gabe Zichermann, CEO BeamMe, author[with Joselin Linder], of Game Based Marketing)
    • 4. www.theFunTheory.com
    • 5. Why I Care
      I Gamified Everything
    • 6. Why I Care
      I Gamified Everything
    • 7. Why I Care
      I Gamified Everything
    • 8. Why I Care
      I Gamified Everything
      Playful Perception: choosing how
      to experience your world 
      Herbert L. Leff 1984
      Very Empowering Distinctions
      Serial Entrepreneur
      “Cottage” Entrepreneurialism
      Flying Rhino Studios
      Tenacious Games
      Divide by Zero Games
      Bobber Interactive
    • 9. Why you might care
      “I am more interested in entrepreneurs who are focused on the ‘video-gamification’ of other lines of business from education to ecommerce, advertising to health.  These areas seem less obvious, but offer more room for innovation. 
      (Bing Gordon, Kleiner Perkins Caufield & Byers)
    • 10. Why you might care
      “Gaming 3.0 is about leveraging game mechanics to re-invigorate other markets: …points, achievements, and leveling up… We can utilize game constructs in other industries which no longer monetize as effectively via macro-transaction or advertising.”
      (Tim Chang, Norwest Venture Partners)
    • 11. Big Door
      Pivoted into a GamificationPaltform Play ~ 6 months ago
      Raised $5M led by Brad Feld, Founders Co-op
    • 12. Game
      Game: an activity involving skill, chance, or endurance played according to a set of rules.
      Might have/be:
      Competition/Cooperation
      Solo/Social
      Spectators/Private
    • 13. Gamification
      Frequent Characteristics
      Real world meta game
      Game metric
      Score, Points, Currency
      Persistence
      Progression
      Level, Title, Badges, Reputation, Leader board
      Velvet rope
      Scarcity, Earned Progression
    • 14. Gamification
      Effective Characteristics
      Scott Rigby: Immersyve
      Competence
      Autonomy
      Relatedness
      Re-Engagement
      Virality
      Any Specific Behavior
    • 15. A (very) Brief History of Games
      I: Prehistory & Ancient Games
    • 16. A (very) Brief History of Games
      II Prehistory- 1970’s
    • A (very) Brief History of Games
      III: ~1970s -1997/2000
    • A (very) Brief History of Games
      IV: 1997/2000-2010
    • A (very) Brief History of Games
      IV: 1997/2000-2010
    • Takeaway
      I’m lucky I work on the Business/Design side and not as a Graphic Designer or Historian
      Evolution of Motivtional Psychology
      Evolution in Games Development
      Rich set of Design Tools and Mechanics
      Profound ability to tap the drivers of Human Behavior
    • 56. Human Beings
      Fundamental Motivations/Rewards:
      Survival – Procreation
      Security – Nesting
      Civilization Designed to Meet (and Activate) Needs and Rewards
      Game Mechanics Designed to Meet (and Activate) Needs and Rewards
      Health/Obesity
      Environment
      Energy
      Unfulfilling work
      Gamification!
    • 57. Early Game Layers
      Green Stamps
      Boy Scouts Merit badges
      McDonald’s Monopoly
      Airline mileage programs
    • 58.
    • 59.
    • 60. “Mechanical Turk” leverage
      Using Human Game Players to do tasks
      ESP Game- Professor Luis von Ahn
      Tens of millions of labels created for Google
      http://images.google.com/imagelabeler/
    • 61. Charitable Giving
      Humanity Calls
      Cause World
    • 62. Location Based
    • 63. Location Based
    • 64. Location Based
    • 65. Location Based Dining
    • 66. Fitness
    • 67. Fitness
    • 68. Fitness
      6060 challenges
      232.5 million miles run
    • 69. Fitness
    • 70. Fitness
      6060 challenges
      232.5 million miles run
      5870 Active Challenges
      253.5 Million Miles Run
    • 71. Ecommerce
    • 72. Lockerz
      Point / Reward based ecommerce
    • 73. Ribbon Hero
    • 74. Gamifying Gaming
    • 75. Financial Services
    • 76. summary
      Game Layer = Rewards & Feedback Framework
      Keys: Competence, Autonomy, Relatedness
      Powerful Motivator
      Low Cost
      Best at:
      Engagement/Re-engagement/Retention
      Virality
      Incenting Specific Behaviors
    • 77. Contact
      Scott Dodson
      FB, LinkedIn
      First Name at Bobberinteractive.com
      @Gamebiz
    • 78. Credits
      Dr. Byron Reeves of the Department of Communication at Stanford &
      J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement
      David EderyPrincipal, Fuzbi co-author with Ethan Mollickof Changing the Game: How Video Games Are Transforming the Future of Business
      Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/
      James Currier of Ooga Labs who also credits Clay Shirkyand Bret Terrill
      David HelgasonCEO of Unity
      Jesse Schell, Professor of Entertainment Technology  CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw
      Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast
      My sincere apologies to anyone on this list or otherwise who feels they were not properly credited. Kindly point out my error and I will edit accordingly.
    • 79. More
      The Fun Theory Award winner: Speed limit lottery: http://www.youtube.com/watch?v=KcaKocRXCB4&feature=player_embedded
      Groupon (social coupon buying)
      Social deals
      Rite Aid (Life) McDonald’s Monopoly clone
      Coke (Marketing) My Rewards Program www.mycokerewards.com
      WeSeed - Investment simulation game
      Kapitall- Gamified Stock trading
      MagiQuest- Gamifying Shopping Malls and Family Resort Stays
      HSX.com – Hollywood Stock Market
      Stack Overflow - Points and Reputation for expertise
      www.thesixtyone.com - gamified music site
      Lumos Labs- games to build mental health, memory and attention
      QR code games
    • 80. More – thefuntheory.com
    • 81. Gamifying Gaming – Star Trek
    • 82. Location Based-Groundspeak

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